The specter of price hikes caused by the current AI-driven demand for memory and storage appears to have convinced a fair share of people to buy a new computer. According to data analyzed by Counterpoint Research, global PC shipments grew around 3.2 percent year-over-year in Q1 2026, “driven by pre-emptive buying before memory-led price increases hit the retail level” and Microsoft forcing some customers to upgrade by ending support for Windows 10 last year.
Sales hit 63.3 million units during the first quarter, Counterpoint says, and were particularly concentrated in five high-end PC makers: Lenovo, ASUS, Apple, HP and Dell. Of the five, Lenovo commands the most PC market share at 26 percent, but sales increased for almost all of the companies, save for HP, whose year-over-year sales technically declined by 5 percent. Of particular note, Apple’s PC sales grew by 11 percent, likely on the strength of the M5 updates it made to the MacBook Pro and MacBook Air, and the introduction of the affordable $600 MacBook Neo. Counterpoint suggests the updates could drive even further sales growth next quarter.
Even with positive sales, the PC industry as a whole is by no means out of the woods. “The aggressive expansion in AI infrastructure investment is driving up overall component costs, which will likely impact the pricing of CPUs and other key components in [PCs],” Counterpoint Senior Analyst Minsoo Kang says. “Ultimately, the sustained upward pressure on costs and the resulting hike in retail prices are expected to have a significant negative impact on the PC market’s growth in 2026.”
A general sense that the worst is yet to come is consistent with what other analysts have warned about the current shortages of RAM and storage. In December 2025, IDC predicted that PC shipments could drop as much as 8.9 percent in 2026 in response to the price of RAM, and later revised its prediction to 11.6 percent this past March. Even if consumers aren’t feeling the worst of these price hikes just yet, new announcements of price increases seem to arrive like clockwork every few weeks — for example, this week, Meta raised the price of its Quest headsets — which means if they aren’t feeling them now, they will soon.
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